Can gain motivation induce Indians to adopt electric vehicles? Application of an extended theory of Planned Behavior to map EV adoption intention

With the rising demands for personal vehicles of the growing middle class in India, their increasing quest for comfort and social status, the emissions from road transportation are increasing manifold times. To fulfil the dual need of increasing personal demand as well as lower vehicular emissions, it is important to replace all future vehicle purchase with purchase of electric vehicles (EVs). This study analyses the socio-psychological determinants of the process by which an individual might develop an intention to buy an EV in the near future. Using Structural Equation Modeling and mediation analysis, the interrelationships between the Theory of Planned Behavior (TPB) constructs along with three additional constructs, cost', 'herd behavior', and 'personal norm' are analyzed and several direct and indirect pathways in which intentions possibly form in people's mind are outlined. Subjective norms followed by perceived behavioral control emerge as the significant and direct intention formation pathway. Though cost, herd behavior, and personal norms alone do not influence intention formation, these factors mediates the TPB variables in forming intention to adopt EVs. Hence, the current EV promotion policies, primarily focused on subsidies need to be complemented with other attitudinal and normbased nudges to promote faster EV adoption in India.

Automated summary

With the increasing demands for personal vehicles and the rising emissions from road transportation in India, it is crucial to replace future vehicle purchases with electric vehicles (EVs) in order to meet the growing middle class's need for comfort and social status while reducing vehicular emissions. This study explores the socio-psychological factors that contribute to individuals' intention to purchase an EV in the near future. The Theory of Planned Behavior (TPB) constructs, along with additional factors such as cost, herd behavior, and personal norms, are analyzed through Structural Equation Modeling and mediation analysis to identify the direct and indirect pathways in which intentions to adopt EVs are formed. The findings suggest that subjective norms and perceived behavioral control play key roles in shaping individuals' intentions. Additionally, factors like cost, herd behavior, and personal norms indirectly influence intention formation through mediating the TPB variables. Therefore, in addition to subsidies, EV promotion policies in India need to incorporate other attitudinal and norm-based strategies to facilitate faster EV adoption.